A Foodie’s Proselytization Mediates Lifestyle and Affective Commitment: An Application of Affect Heuristics in the Hospitality Sector

A foodie’s review about a restaurant will be persuasive as it is an extension of the self-internal consistency emanating from his lifestyle. Narcissism plays a psychological driver and moderates the effect of lifestyle. The purpose of this study is to empirically test the mediating role of proselytization and the moderating role of dietary plan and narcissism on the relationship between lifestyle and affective commitment. Snowball sampling technique from an informal sampling frame was used for data collection. The effect on proselytization is strong for low narcissism in the vegetarian dietary plan, and high narcissism in the non-vegetarian dietary plan condition. The marketing implication is that restaurants and eateries in the hospitality sector should offer foodie reviewers consumption opportunities at debut of new dishes.

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